Content Study On Official Wechat Account Of Central Committee Of Communist Youth League

With the rapid development of the Internet and new media,mobile Internet has become one of the major sources of getting news and information.Local governments and authority have also captured this opportunity,and are actively making use of the public platform of Wechat for communication.Thanks to this growing trend and the encouragement of government policies,the number of government affairs Wechat account has increased significantly since 2013,which is worth studying.The object of the study is the content of the official Wechat account of Central Committee of Communist Youth League,always ranked top in the List of 100 Most Influential Government Account.Under the guidance of Framing Theory,and with the approaches of content analysis and text analysis,this research studies themes,features of texts,as well as forms of the content posted by the account.The analysis unit of the study is each individual text.Samples are selected randomly from its posts from April 2018 to March 2019.Two day's posts are selected from each month,and the total number of the samples is 253,including texts,pictures,audios and videos.Content analysis is used to study themes and forms,while text analysis is used to study features of texts,in order to find inspiration for future improvement.It is found that the account releases content on 10 themes,including committee activities,politics,education,health,culture,lifestyle,family,relationship,self-help and social issues,and forms the framework of political development,public service and guidance of youth's values.It constructs a new mode of discourse by creating a virtual image and resorting to linguistic and non-linguistic means.It posts regularly and in various forms.As one of the most influential government affairs Wechat account,the content and features of Central Committee of Communist Youth League provide inspiration for the development of Chinese government affairs Wechat account.Managers and operators should construct framework by selecting themes,improve the structure of subjects and ways of speech to get close to users,make use of various forms and enhance the quality of posts,so as to promote interaction between government and people,and further innovation of social governance.